Science Centre Board picks new PR agency

Science Centre Board (SCB) has appointed Alsoknownas (AKA) as its new public relations agency. According to tender documents seen on GeBIZ, the appointment runs from 1 April 2026 to 31 March 2027, with an option to extend for an additional year.

The remit is structured as a PR retainer, with AKA serving as the lead for communications across the SCB’s full portfolio of attractions. This includes Science Centre Singapore, KidsSTOP, Omni-Theatre, Snow City, and Singapore Science Centre Global.

According to the documents, the agency is tasked with developing an integrated, data-driven communications strategy aimed at strengthening brand equity, increasing awareness, and driving both first-time and repeat visits.

Don't miss: Sentosa names PR agency   

The brief comes as SCB looks to sharpen its positioning in an increasingly competitive attractions landscape, while building momentum towards the launch of the new Science Centre in 2027.

Under the scope, AKA is expected to lead an “always-on” campaign lifecycle, combining strategic planning with ongoing execution across media engagement, content creation and campaign activations.

The agency will be responsible for aligning PR efforts with broader marketing, social and media strategies, while leveraging data insights to optimise campaigns and respond to evolving audience trends. Objectives of the tender include enhancing the organisation’s brand image, raising awareness for exhibitions and programmes, and driving footfall and ticket sales across its attractions.

At the same time, the agency is expected to develop multi-channel engagement strategies to position the Science Centre as a destination for families, students and leisure visitors, while driving meaningful audience interaction across platforms.

The tender also places strong emphasis on earned media performance and impactful storytelling, with the agency tasked to generate consistent coverage across channels and maintain a steady pipeline of newsworthy ideas.

Beyond media relations, the scope includes managing influencer and KOL engagement, developing LinkedIn content, supporting annual report messaging, and maintaining a comprehensive media and stakeholder database.

AKA will also support overseas media engagement, including press dissemination and familiarisation trips, particularly targeting Southeast Asia and China to grow regional visibility. Measurement and reporting form a core part of the remit, with requirements spanning real-time media monitoring, monthly analytics reports, and share-of-voice tracking against competitors.

The agency is also expected to provide strategic counsel on brand perception, identify emerging issues, and manage crisis communications where required. The appointment is non-exclusive, with the SCB retaining the option to engage other agencies for separate projects.

MARKETING-INTERACTIVE has reached out for more information. 

The appointment builds on the SCB’s broader efforts to refresh its brand and communications strategy. Last year, it appointed Anak as its branding and design agency for the new Science Centre, as previously reported by MARKETING-INTERACTIVE.

Under the remit, Anak was tasked with developing a comprehensive corporate identity and brand expression, including a new logo, colour palette, iconography and typography, alongside a style guide to ensure consistency across all communications.

Related articles: 
Tools For Humanity Singapore picks new PR agency   
Meta appoints new PR agency and comms lead for SG  
OATSIDE picks PR agency for SG expansion